Marketing Strategy Assignment


Marketing is a set of different activities, dealing and delivering the offers which value for the clients, customer and the society. It is the process of making the people aware about the different characteristics of the products. It plays an important role in the various activities of the business(Devasagayam, Stark and Watroba, 2013). Present report is based on Dell which is headquartered at US. The company sold devices for data storage, personal computers, cameras, software, etc. Dell is known for their innovations in the supply chain management as the direct sale model. This report covers the different marketing strategies which helps to attract the customers for the products of the stated company. Further, there is evaluation of the competitive advantage as compared to their competitors. In order to identify the performance of market there is evaluation of trends, growth of market, profitability, etc. Moreover, this also covers the different objective for increasing the volume of sales(Perry and Euler, 2013). Thus, there is segmentation, targeting and position of the product in the market.

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Environment Analysis

In order to identify the environmental factors which can impact on the working of Dell there is evaluation of the PESTLE analysis which is described below:

Political factors- There are many factors which are considered by the company or it can affect the operations. The political factor such as terrorism which can effect the operation of Dell as there are lots of attacks occurred in country as it has impact on the functioning of the company(Mahapatra and, 2016). Further, the company may be affected by the different activities of the pressure groups in order to emerging the economies for the advocating of interests of firms of local computers and it creates barriers for the company in the sort of tariffs of trade and the other instruments.

Economic factors- As the economic recession there is reduction in the interest rates which helps in improving the borrowing cost of Dell. The inflation rate also affect and it shows that if this rate is high as it affects the demand of laptops and it becomes low(Brahmbhatt and Acharya, 2016). The exchange rate of the currency is also a major factor which affects the business performance of Dell directly and importantly due to the global range of the operations of Dell.

Social factors- As there is increase in the purchasing power of the different countries so that it is considered that the people are willing to spend on the computer and other devices form dell and other competitors also such as HP, Apple, etc. further, the purchase of this product as to maintain the social status in the market(Solanki, 2013). Increase in the popularity of the products through different online websites as this not be ignored by Dell. The company also influenced by the other social factors such as changes in the attitude of the customers, opinion of the customers towards the electronic items and the demographic changes ad the perception of media and to target the customer segment for the welfare.

Technological factors- The factor of technology is the major as it affects the industry of computer and the new development and at a very fast rate(Strauss, 2016). They have to invest in the research and development and different innovations so that they are updated with the latest technology.

Legal factors- The laws regarding the practices of ethical business such as Foreign Corrupt Practices Act which required to be followed(Wu, 2014). Further the laws regarding the patents and copyrights ans the implementation of the laws is important to exist in the market. It also includes that the company must follow the accounting conventions in which they operates so that it helps the company to follow all the rules and regulations according to the government.

Environmental factors- The main concern is the climate of country in which Dell is operating as there are chances of overheat of the computers and the company have to deliver the processors and computers and manage the situation with the high temperatures(Barringer, 2012). Further, in order to maintain the competitive advantage the company produce the laptops and the equipments with the longer battery life as it helps them to run for the longer time period.

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Current market strategy and position of Dell in market

Dell is a varied information technology provider directly to the different customers as they cover a broad range of products an services(Shank and Lyberger, 2014). Is is important to carry out the different market strategies in order to create a large customer base in the market. There are different marketing strategies which are adopted by Dell company in which the main motive is to satisfy the customers as per their requirement. As Dell is a market oriented company so that they fulfil the needs and wants of the customers and their major focus is to deliver the new and innovative services which directly leads to customers(Hudson and, 2016). Further, product differentiation is another strategy which is adopted by the management of Dell as they create difference in their product and capitalize that in order to give an edge on the other competitors. With the help of product differentiation customer create a preference for the product and service and the other is that they are willing to pay for other benefits(Drake, 2014) .

In addition to this, the pricing strategy also helps to increase the huge customer base as the sales of the product is based on the convenient to all the people in the market. Website of Dell contains a broad range of pictures of multimedia and many charts of performance which helps in influencing the customers so that the strategy of advertising helps to increase the market of the company. As there is strong connection with the customers so that it plays an important role in the hardware and software industry(Ponte and Richey, 2014). The company also provide the distribution channel of their products that is they sell online which is a proper platform in order to grab large number of customers which helps to the overall growth and development of the company. Further, there is use of transactional marketing in which the different stores of Dell encourages their customers as there are various offers are provided to the customers which is beneficial for the organisation. The main aspect of the marketing strategy includes that it focuses on building the customer base and improve the relationship with their existing clients and new one with loyalty and trust(Fan and, 2013). They define their various features of their products to the consumers so that they can attracted by that and ready to purchase it. Thus, these are the various marketing strategies that are adopted by Dell which helps to enhance the level of performance of the company in t

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